Nike Sales Surpass Expectations on North America and Wholesale Strength

Bloomberg.com reported on September 30, 2025, that Nike Inc.'s first-quarter revenue and earnings surpassed analyst estimates, with sales reaching $11.7 billion against forecasts of approximately $11 billion. The results were driven by a 4% sales increase in North America and a 7% rise in its wholesale business, providing an early positive sign for the company's ongoing turnaround efforts. CEO Elliott Hill credited the progress to the company's "Win Now" actions focused on North America, wholesale partners, and the running category.

chroniclejournal.com reported, The performance reflects a broader strategic realignment called the "Sport Offense," which centers the business on core performance categories. The running division was a strong example of this focus, growing over 20% during the quarter. While the company's direct-to-consumer sales declined 4%, particularly its digital channel which fell 12%, the growth with outside retailers signals a rebalancing of its sales strategy. Executives noted that while the recovery will not be linear, they are confident in the new sport-focused alignment.